Methoden zur Messung der Wirkung von Online-Werbung (German Edition)

Cognitive, evaluative, and conative effects of product placements with character product interaction. Media representation of Muslims and Islam from to International Communication Gazette, 79 3 , It's us against them: A comparative experiment on the effects of populist messages communicated via social media. Characteristics of adolescents following right-wing populist actors on Facebook.

The effects of anti-immigrant right-wing populist ads on implicit and explicit attitudes: A moderated mediation model. Communication Research, 44 4 , How long does celebrity meaning transfer last? Delayed effects and the moderating roles of brand experience, celebrity liking, and age. International Journal of Advertising , 36 4 , Disinformation through green advertising.

Studies in Communication Media , 6 1 , 6— Citizen Science in Social Science: A call for more evidence. Political communication in a high-choice media environment: A challenge for democracy? Annals of the International Communication Association , 41 1 , The effectiveness of celebrity endorsements: Journal of the Academy of Marketing Science , 45 1 , Cross-conceptual architecture of news. Factors that shape political news. How we did it: Wirkungen rechtspopulistischer politischer Kampagnen aus Sicht der kommunikationswissenschaftlichen Forschung.

Gedenkdienst 79 4 , 3. Nature documentaries, connectedness to nature, and pro-environmental behavior. Environmental Communication , 10 4 , Attribute agenda setting and political advertising: Dis association effects, modality of presentation, and consequences for voting. The European Journal of Communication Research , 41 4 , Sexualizing pop music videos, self-objectification, and selective exposure: The state-of-the-art and an agenda for future research.

Do you take credit cards? The attitudinal and behavioral effects of advergames targeted at children. Journal of Consumer Behaviour, 15 6 , The effects of politicians' participatory Facebook posts on young people's political efficacy. Journal of Media Psychology , 28 3 , — Advertising in Social Media: A Review of Empirical Evidence.

International Journal of Advertising: The Review of Marketing Communications, 35 2 , — Gender-role portrayals in television advertising across the globe. Sex Roles , 75 7 , The effects of reader comments on the perception of personalized scandals: Exploring the roles of comment valence and commenters' social status. International Journal of Communication , 10 , How valenced reader comments affect recipients' perception of scandalized individuals and the journalistic quality of online news. The effects of right-wing populist positive ads on attitudes toward foreigners in Austria. Studies in Communication Media , 5 2 , Candidate-centered and anti-immigrant right-wing populism.

Effects on body dissatisfaction and rejection of cosmetic surgery]. Medien Journal , 40 1 , Selective exposure in the context of political advertising: A behavioral approach using eye-tracking methodology. Verfahren zur Messung der Werbewirkung und Werbeeffizienz. Lerneffekte von platzierten Marken- und Produktinformationen in unterhaltenden Medieninhalten. Publizistik , 61 2 , Zur Relevanz und Wirkung visueller Skandalberichterstattung.

Re- Framing the News: Reflections on the need for a journal devoted to communication research methodologies: Communication Methods and Measures, 10 1 , Exploring the moderating effect of placement frequency on brand responses via persuasion knowledge. International Journal of Advertising , 35 2 , Central and peripheral routes to attitude change. The selective avoidance of threat appeals in right-wing populist political ads: An implicit cognition approach using eye-tracking methodology.

The Digital, the Classic, the Subtle, and the Alternative pp. Werbung — Ethik — Moral. Inhalte, Mechanismen und Wirkungen. Antiamerikanismus in deutschsprachigen Medien. Medien Journal , 39 4 , The Review of Marketing Communications, 34 5 , — Informal political conversation across time and space.

International Journal of Public Opinion Research, 27 , Informal political conversation across time and space: Setting the research agenda. International Journal of Public Opinion Research, 27 4 , Questionable research practices in experimental communication research: A systematic analysis from to Modeling the impact of parasocial interactions with media characters on brand placement effects. J ournal of Promotion Management, 21 , Effects of right-wing populist political advertising on implicit and explicit stereotypes.

Journal of Media Psychology , 27 4 , Television commercials and fading behavioral brand choice effects in Austrian children. Journal of Children and Media , 9 4 , Attitudes toward illegal immigration and exposure to public service and commercial broadcasting in France, Norway, and the United States. International Journal of Communication, 9, Persuasion in sozialen Medien.

How anti-immigrant right-wing populist advertisements affect young voters: Symbolic threats, economic threats, and the moderating role of education. Journal of Ethnic and Migration Studies, 41 10 , Observing the "spiral" in the spiral of silence. International Journal of Public Opinion Research , 27 2 , Methoden und Forschungslogik der Kommunikationswissenschaft Why we watch others' responses to online advertising — Investigating users' motivations for viewing user-generated content in the context of online advertising.

Journal of Marketing Communications. Advertising in social network sites — Investigating the social influence of user-generated content on online advertising effect. Media priming effects on overtly expressed stereotypes toward politicians. The European Journal of Communication Research, 40 2 , Ebenso ist der Aufbau der Reiseanalyse Basis 8. Bereits im Herbst wurde daher der Versuch gefahren, indem mit einer Stich- probe von 2.

Das Einmalige an der RAonline der F. A Barometer of Science and Technology in the Media Collecting and analyzing texts coming from the press is crucial today, both for busi- ness and academic research.

However, researchers and corporations interested to the topic of science and technology in the media for ex.: Over the last three years we took on the task of developing a system for the coll-. SAPO enables an evaluation of the journalistic coverage both in quantitative indi- cators of frequency, impact, depth etc. We found that such technology could represent a valuable tool for academic research as well as for the development of technological products and applications. A set of algorithms specifically designed for the extraction and copying of the complete text from some of the Brazilian newspapers with the highest print-run and circulation.

A materials classification and filtering system, able to select automatically those texts which deal with science-related topics; science-technology and innovation po- licies; biomedicine and environment. A structured database and an intelligent search engine which organizes and ma- nages the texts on the basis of various metadata. A set of equations capable of generating indicators on frequency, relevance and other characteristics of the material collected and stored. In this work we will present an overview of the system, how it works, its reliability and its applications both for business and academic research.

Online Experiments II Presentation: In , the sales are estimated to reach The growth of online retail sales indicates that Taiwanese consumers are getting more comfortable with shopping online and more consumers may choose shopping online. To achieve better performance, the e-tailer has to understand and provide what consumers value most. Bar- ry also proposes that the store image and presentation have greater impact on perceived value and the willingness of consumers than perceived product qua- lity, price, customer service or discounts do.

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In the online shopping environment, consumers can not touch and feel the product and thus have more difficultly to judge the product quality. When shopping, the consumer will evaluate potential loss in the long run because the consumer possesses asymmetric information regarding the future performance of the potential purchase Sweeney, et al, Tan , Akaah et al.

Tan concludes that consumers may use reference groups, store reputation, brand image and product garantees to reduce risks in online shopping environment. The aforementioned variables, i. Therefore, purchase inten- tion is also incorporated in this conceptual framework. The continuous measurement approach has been established as a standard method for the measurement of emotions indu- ced by music. Our research group used the EMuJoy software for continuous emo- tion rating in a previous lab study. Subjects had to continuously rate their felt emo- tions induced by music in a two-dimensional emotion space based on arousal and valence.

Web experiments might be a promising way to advance this method. They have many useful advantages like: Up un- til now, Web experiments have rarely been used in music psychology. The purpose of this study is to clarify if the continuous measurement of emotions while listening to music is possible over the Internet. As an initial step, the web-based version of the EMuJoy software was pre-tested. For copyright purposes, all participants were given a personal account to use for the study.

As a warm-up, 5 emotional pictures were presented for 10 seconds each. After that participants had the possibility to listen to at least 4 pieces out of 7 representing many different music styles in a ran- dom order. The online questionnaire contained 4 sections Instructions, warm-up with pictures, ratings of emotions induced by music, give personal information and evaluation. In this study, different form others, the dropout rate was not a signi- ficant problem.

Their mean age was 32 years range: Subjects evaluated nearly all aspects of the study in a positive way. Analyzing the continuous data, it could be shown, that the different music pieces induced different emotional states in the listeners. Thus Web experimenting seems to be a promising tool for emotion research related to music This might lead to a deeper insight into the emo- tions experienced while listening to music in everyday life.

Die kontinuierliche Selbstaus- kunft hat sich als eine Standardmethode zur Erfassung des Erlebens durch Mu- sik induzierter Emotionen etabliert. Denn Webexperimente haben viele Vorteile, wie: Das mittlere Alter der Teilnehmenden war 32 Jahre Spannweite: Fast alle Teilnehmer evaluierten verschiedene Aspekte der Studie positiv.

New Methods of Qualitative Research Presentation: Research on Weblogs pale in comparison to those due to their heterogeneity which makes the gathering and processing of data more chal- lenging. As a result one can assert the lack of sufficient metrics and data about the largest social online network — the blogosphere. Especially German weblogs were primarily investigated with a qualitative perspective and within small samples so that there is no satisfactory metrics about the German blogosphere yet.

To overcome those shortcomings I am going to present results from our large-scale sample of German weblogs from a quantitative and network analytical perspective.

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The sample includes The presentation is structured in three parts: It is about a crawler which continuously collects RSS-feeds. The basis of URLs was collected via data mining from technorati and a snowball sampling. Afterwards quantitative and network analytical findings will be presented. From the quantitative perspective those are for instance: What is the frequency of posting? How long are the postings?

When are the postings published? How many comments do they have? Which weblog publishing software is used? The amount of weblogs with its links and citations composes one of the largest and most interesting social online network. In respect to that there has to be a network analytical approach to measure the blogosphere: How strong are the weblogs linked to each other? How often are external links used and where do they link to? Which network metrics characterize an A-list blog?

Finally some future ideas of research are to be outlined to specify further measure- ment of the blogosphere. Der Vortrag ist in drei Bereiche gegliedert: Aus dem quantitativen Bereich sollen hier einige wenige Metriken exemplarisch genannt werden: Wie hoch ist die Postingsfrequenz? Zu welchen Tages- und Wochenzeiten wird gepostet?

Wie viele Kommentare gibt es? Welche Weblog-Publishing-Software kommt zum Einsatz? Daher wer- den auch Metriken aus der Netzwerkanalyse vorgestellt: Wie stark sind Weblogs untereinander verbunden? Wodurch zeichnen sich A-List-Blogs netzwerkanalytisch aus?

Gelten angenommene Verteilungen wie z. Dabei soll vor allem die Untersuchung des Wandels bzw. Paper presentation late submit Agenda Setting Online: Comparing Traditional Media and the Blogosphere This paper is offering a web metric-based approach to the analysis of how blogs and citizen journalism might change the traditional agenda setting process which claims that media might not be successful in telling people what to think but very good at telling them what to think about.

The debate about the influence of the blogosphere and user-generated content on traditional journalism and the mainstream media must be seen in a wider context of traditional media critique that is questioning the role and power of mass media to define which topics are relevant and more importantly, which ones are not and to influence public opinion. It has been argued that blogs will be able to offer a counter to traditional media power by giving formerly passive audiences the technology to become producers of news themselves and to raise their topics to the awareness of a potentially huge audience on the Internet citizen journalism.

However, previous research suggests that political topics on the blogosphere are mostly originating from the mainstream media. Therefore the aim of this paper is to focus on the salience of issues in order to analyze whether bloggers use relevance criteria that are different from the media or whether they adopt the issue salience assigned by established media. A new methodology has been developed and tested that applies different methods of web metrics to obtain empirical data that allows for a largely automated compa- rison of the importance of stories on the mainstream media with the importance of the same stories on the blogosphere.

The traditional media agenda is constructed from Google News. With the help of the Yahoo Term Extractor corresponding stories on blogs are identified via Google Blogsearch to construct an agenda of the blo- gosphere. Stories are ranked according to number of articles and number of posts respectively. The results from the pilot study show that the proposed methodology can indeed be useful to analyze differences between media and blogging agenda.

The general trend emerging from the data is that while both agendas are to some degree in tune, bloggers do not simply mirror the media agenda but apply different criteria to judge issue salience. Die traditionelle Medienagenda wird mit Hilfe von Google News ermittelt. Statt dessen haben sie eigene Kriterien um zu bestimmen, welche Themen wichtig und welche weniger wichtig sind. Poster The Geograpy of Friendship Networks in the Age of the Internet This doctoral research project is analysing the geography of friendship in the Inter- net age.

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By geography I refer to the physical distribution of people in a network. In other words, where do the friends of someone live? The major question that informs this research is whether or not modern communication technologies i. It is a long-established finding in social science research that distance matters for social relations. Physical proximity means more ties to other people as well as more interaction with them.

This research contributes a novel methodological approach to research friendships by utilizing the friendship networks on social network sites such as MySpace and Facebook to analyse the spatial distribution of social networks in the Internet age. Specifically this research has three objectives: This poster will report on a sample of 80 MySpace users and their several thousand friends.

A Case Study Online learning or e-learning is becoming an emergent learning method that several educational institutions have deployed at their organizations. Initial achievements of online learning environments have partially proved its outstanding features. Ho- wever, a comprehensive evaluation of the existing online learning systems is neces- sary, especially effective evaluation of online learning environments compared to traditional learning environments.

The evaluation of the online learning program was done at an undergraduate program of Economics at one university. The students took both a traditional course and an online course at the same period. Anhand einer Fall- studie werden die ersten zwei Ebenen des Modells exemplarisch dargestellt. Die vier Ebenen umfassen folgende Komponenten: Die in die Analyse eingeschlos- senen Studenten nahmen gleichzeitig sowohl an klassischem Frontal-Unterricht als.

Das Ergebnis aus der Analyse der ersten beiden Ebenen zeigt, dass E-Learning bessere studentische Ergebnisse erzielt als ein traditioneller Lehransatz. Paper presentation late submit Model Assisted and Model Based Inference in Web Surveys Web surveys have become popular in social sciences because of the great flexibility of web questionnaires and the relatively low variable cost of individual interviews.

By the way, to obtain valid inferences in web surveys is made difficult by the fact that most samples are affected by massive non-response and under-coverage or are non-random at all. Inferential techniques such as the use of propensity scores have been proposed. In this paper we illustrate how the performances of the esti- mators based on propensity scores correction may be improved whenever auxiliary information is available at the population level. In the first place, when we have a probabilistic sample propensity scores may be used in combination with calibration correction to obtain estimators with nice randomization-based properties.

Alterna- tively, when the sample is non random, such as those arising from voluntary panels, randomization theory does not apply anymore and inference should rely more expli- citly on models. Estimators based on predictive inference, along with their variances are discussed.

Some short discussion of practical implementation issues are also discussed. The various estimators discussed in the paper are compared by means of simulation exercises. Theoretical Back- ground and Practical Recommendations. A present challenge for organisations in higher education is the integration of inter- net based technologies to support learning, teaching and administration processes. In this context, universities plan to generate a pedagogical and economical over- value by implementing E-Learning technologies.

To achieve these objectives the organisation-wide use of E-Learning technologies is essential. But in practice the application of these technologies varies. While some teachers have been continuo- usly using E-Learning technologies for many years, others just start to explore the potentials of E-Learning for their daily work. In addition to these a third group of teachers categorically still rejects all kind of technological innovations. That means systematic Change Management is essential in order to integrate E-Learning cul- turally and socially into an institution and to increase the acceptance of teachers facing the use of technologies.

Adoption-, Motivation- and Consumer Research. This point of view will help to understand the adoption of educational technologies by teachers in Higher Education. It will be demonstrated how these different patterns of technological use are developed and that resistance and uncertainty regarding technological innovations are common phenomena. The presentation reflects the state of the art of current research. A model will be introduced to describe the adoption of E-Learning technologies by teachers in higher education.

Furthermore, this model of adoption is particularly suitable to help future Change Agents to de- velop Change Management strategies focussed on specific target groups in order to support the cultural and social integration of technologies. Starting by a description of the theoretical basics for the explanation of the adoption behaviour practical recommendations will be deduced afterwards.

In this context measures and strate- gies will be introduced that may help to develop acceptance and competencies of teachers with technologies while integrating E-Learning into their teachings. By presenting the theoretical background of E-Learning adoption the paper will have. In addition it supports the integration of E-Learning technologies into universities by derivating practical recommendations.

Mobile Data Collection Presentation: Results from a Randomized Field-Experiment Socio-demographic characteristics of interviewers have a potential biasing effect on data quality. Evidence from the literature suggest, that sensitive items — especially questions on gender-related topics — evoke gender-of- interviewer effects. Sometime effects are predominant in opposite gender settings where interviewers of one sex administer a survey to a respondent of the opposi- te sex, sometime scholars observe reverse interrelations.

So far it remains unclear whether these effect occur because respondents are prone to measurement error on the reporting stage social desirability or whether the gender or the interviewer modifies the perceived question meaning. In recent years, Web surveys have become a standard survey mode. So far, online questionnaires resemble their paper counterparts to a great extend: However, compared to paper and pencil questi- onnaires Web surveys allow for more rich communication with the respondent: As a result some Web surveys make use of a humanized interface, e.

Earlier studies could demonstrate that those low-intensity humanizing elements have no or only marginal effects on the responses obtained. Accordingly, in this study we This should enhance the social presence of a human in the survey situation, which in turn should induce more pronounced reactions from the respondents in response to theses humanizing factors. The paper reports results from a field-experimental study on the impact of video support in Web surveys on data quality.

Within a Web survey among university stu- dents a standard interactive online questionnaire was used. A random sub-sample answered a version of the questionnaire that consists not only of written questions but also of corresponding video files of interviewers reading the questions to the re- spondent.

The survey covered a variety of questions on relationships and sexual behavi- ors including several highly sensitive items on sexual practices, sexually transmitted diseases and the like. In the presentation we will assess the impact of the gender of the interviewer in relation to the gender of the respondent on standard data quality indicators: Preliminary finding sug- gest, that the video in itself does not affect data quality negatively.

However, for highly sensitive questions and topics that relate to the self-presentation of the re- spondents in front of an opposite-gender interviewer, gender of-interviewer effects are to be observed. VAS a plain horizontal line with both ends anchored produce data on the superior. Nevertheless, by far the most frequently used type of scale is the RBS, even though it only provides a fixed number of discrete categories, resulting in ordinal data only.

On a horizontal line respondents use a slider to choose between a discrete number of options. In our Web experiment we evaluated the influence of these three scales on the collection of data and their quality. Respondents were randomly sent to one of the three scales. We examined various indicators for data quality: Data and paradata mostly follow function rather than appearance. Zwischen diesen beiden Antwortformaten finden sich SRS. Daten und Paradaten zeigen, dass die Funktions- weise und nicht das Erscheinungsbild den entscheidenden Ausschlag gibt.

Online Access Panels Presentation: Respondent Burden, Cognitive Depth, and Data Quality Visual analogue scales VAS; in our study plain horizontal lines with verbal anchors at each end have proven to be advantageous in comparison to measurement with discrete scales like radio button scales or slider scales. On the surface, both findings seem to indicate problems for VAS-based measurement: In general, response time is suggested as an indicator for respondent burden.

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But there are also opposing explanations. Higher response times may indicate deeper cognitive processing - in most cases a desired effect. Item nonresponse can also be positive, if it represents fewer cases of satisficing behavior see Krosnick, ; Reips, To be able to decide whether higher completion times and more items with missing data values are indicators for desired or undesired processes preceding a response we conduced a second Web experiment. To assess respondent burden, we directly asked respondents about the perceived time needed to answer the questionnaire. Secondly, we implemented an inventory on the flow experience Czikszentmihalyi, perceived with either scale.

Based on the results, we call the general assumption into question that respondent burden is correlated with the time needed to answer a questionnaire. In the presentation, findings will be discussed in light of measurement error and the question answer process suggested by Sudman, Bradburn, and Schwarz Visuelle Analogskalen kontra Kategorialskalen: Andera Gadeib, Catherine Genter [the ideas research group] E-mail: Mixed Mode Studies Presentation: This presentation will cover the power of projective techniques used online, and how these techniques add value to research results by improving consumer engagement, while increasing return on involvement and ideas.

Pho- tos, music, colour, and many open-ended questions are among the techniques we use to uncover deep and true insights. In the presentation, we will specifically look at: Specific projective techniques that we will address include the use of colour, photo sorts, brand perso- nalities, sentence completion, and other techniques. We will also speak to our usage of brand-specific emotional cues, how we select the stimuli, and how interesting questioning approaches and engaging stimuli can create powerful results.

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We will take the audience through the questionnaire design, the projective techniques used, the programming elements involved, and the study results. Paper presentation Case Study. Qualitative research methods are well suited to understand the con- sumer, most importantly needs, dreams, desires and the feelings and provides the inspiration to drive marketers to develop relevant products.

This paper explains a new approach to qualitative online research, where consu- mers and clients come together in a co-creation process. A total of 4 dimensions of co-creation between clients, agencies and consumers will be shown. We are moving from the PC era of the 90s, to the Web 4. Whilst this is not expected until around Web 3.

The so-called Web 3. Both may have great impact on future online research methodo- logies. Understanding cocktail drinking in France. It unfolds the out- lined 4-dimensional approach online. In online re- search variations of colours in web survey designs have not yet been studied exten- sively, apart from usability considerations. Up to day there is a lack in systematically. Two web-experiments were conducted to replicate the postulated impairment ef- fect of the colour red on the retrieval of declarative knowledge in internet-based surveys.

Apart from the experimental manipulation both online surveys had a black and white colour design. In study 1 the colour of the progress bar approximately px length was experimentally manipulated red, green. In the experimental condition the button was in red and in the control condition in blue. Additionally a second experimental condition was implemented to study the effect of the duration of the colour exposure, where the red colour of the button was limited to the first page.

On all of the following pages the colour was blue as in the control condition. The dependant variables in both studies consisted of the results of a short version of the German version of the General Knowledge Test Lynn et al. The expected effects of the colour manipulation on the knowledge test could be confirmed in both studies — but only for male respondents.

The slight variation in colours resulted in significantly lower scores on the GKT for men. For women no effects could be found in study 1 and contrary to the initial hypotheses a slight incre- ase on GKT scores under the red condition was observed. The colour manipulation had no effect on subjective knowledge assessment. Paper presentation The Inner Digital Divide: How the Web Contributes or not to Political Equality This article claims that the digital divide is not the only source of inequality biasing the representativeness of the web.

There is an inner, subtler form of divide that af- fects how visibility measured in terms of centrality and of traffic flow is distributed online. Economic resources and access to traditional media are significant forces in determining centrality on the web, a niche where the most central pages are The analyses show that although visibility on the web is slightly less concentrated than in more traditional media, it still favours significantly the most resourceful agents. Exponential Random Graph Models ERGMs are used to show that offline resources increase the proba- bility that a site receives more links and therefore its chances to be found and seen by a higher number of users.

The political consequences of this gap, which challen- ges many assumptions about the democratising nature of the web, are assessed. Paper presentation Open-Source Panel Management Tool For methodological and economic reasons, most web-based research is carried out in online panels or similar respondent lists. To overcome this adoption barrier a web-based open-source tool for administering online panels has been created. The tool is free. Fallstricke und Er folgsfaktoren in German Presentation: Paper presentation Personality Impressions Based on Facebook Profiles Social networking websites SNW have become a major domain of social interac- tion, with the most popular sites handling well over a billion page views per day.

Although still largely the province of teenagers and college students, SNWs like MySpace and Facebook are increasingly used by people in the year age range For many people, these websites have changed the dynamics of how individuals become acquainted. But how accurate are the impressions based on SNW profiles? Our previous research on personal websites suggests SNW profiles should provide more information about targets than most other sources, including actually meeting the person. In two studies we examine the accuracy of impressions based on Facebook pro- files.

Study 2 is based on a smaller sample but uses more extensive validity data, comparing impressions based on Facebook profiles with how the targets see themselves, how they are seen by close acquaintances and strangers, and how they perform on a series of behavioral tasks. As in our previous research, results show generally strong patterns of convergence, although the accuracy correlations vary considerably across traits.

Findings are discussed with regard to the increasing role of technology-borne social information in everyday interpersonal interactions. A De- sign Experiment In a currently running dissertation at the University of Innsbruck, the influence of different visual design effects on respondents in web surveys should be examined The experience with one concrete experiment will be reported in this presentation: A Visual Analogue Scale VAS is a measurement instrument that tries to measure a characteristic or attitude that is believed to range across a continuum of values and is verbally anchored on each end, e.

The general composition of this experiment was as follows: To run these experiments, a software solution was developed. In this presentation, the outcomes of the experiments regarding completion time, dropout and general response behaviour are presented, also characteristics of cer- tain technologies used in these experiments and emerging problems are discussed. Eine Visuelle Analogskala ist ein Messinstrument, das versucht, eine Einstellung oder Charakteristik auf einem Kontinuum einzustufen und sie hat eine Beschriftung an jedem Ende der Skala, z.

Das Experiment ist wie folgt aufgebaut: Auch wird auf besondere Eigenschaften und Pro- bleme der einzelnen verwendeten Technologien eingegangen. Also when conducting mystery shopping projects or consumer studies in real usage occasions e. Thinking about surveys on trade fairs, market researchers might be challenged to make first results accessible while fieldwork is still being continued e. To face challenges like this, isi has developed a process and a technical infrastructure, in which the collected interview data will be transformed into meaningful charts in real-time, i.

These charts are accessible for the client anytime and anywhere via an online reporting tool. With software that is optimized for mobile devices, an online questionnaire is de- veloped. Each dataset is stored in a database on a secure web server. An online reporting tool uses these datasets to visualize the results in charts which can be accessed by the client anywhere and everywhere. The on- line tool allows making use of selection criteria to get deep insights into opinions and preferences of certain target segments e.

In an isi case study, this approach will be depicted and the advantages of its high degree of automation will be pointed out. Hastall [University of Erfurt, Germany] E-mail: Poster Personality and Online Media Use Personality characteristics of the audience have early been recognized as a key fac- tor for media choices and effects e. Moreover, such findings might be outdated meanwhile if we consider the recent increase in online offerings and users. In a series of three related investigations, a total of 1.

The findings reveal that internet usage is positively associated with experience seeking a sensation seeking dimension , rational ability, and experientiality. Roundtable presentation Online Communications Lab O. In the last few decades the experimental human sciences have developed a large amount of paradigms and methodologies to measure implicit and automatic infor- mation processes. For example, the IAT Implicit Association Test has caused a stir in the realm of social psychological research implicit attitudes as well as in brand research recently.

However, this method and its advanced variants are just some among many promising experimental methods to measure automatic information processes of advertising. Hereby for different types of advertising print ads, TV spots, claims, logos, jingles etc. Since for all the procedures reaction time measurements are among the dependent variables, computer assisted testing is necessary.

The lecture is addressed to market researchers but also to the interested members of the public. It focuses on practical aspects by offering details for - the benefits of an online toolbox of implicit effects for pre-testing advertising and - elements that should be considered when conducting this kind of study. Online Communications Lab O. Die experimentelle Verhaltensforschung hat im Laufe der letzten Jahrzehnte eine Vielzahl von Paradigmen und Methoden entwickelt, um implizite und automatische Verarbeitungsprozesse zu messen.

Der Schwerpunkt des Vortrages ist praxisbezogen: Extraction of Relational Data from Texts Presentation: This is to some degree due to methodical difficulties which are inherent in online surveys: A rather low response rate, an insufficient reachability of many populations and the non-existence of a reliable internal sampling frame to draw representative samples, e. Online que- stionnaire and CATI are combined in this survey to overcome some of the weak- nesses of the respective techniques. The national establishment register, which. The sampled establishments were then contacted by telephone in order to select an appropriate informant and a suitable training cooperation.

During this CATI-interview informants received a link to an online questionnaire via email which asked detailed questions about the selected training cooperation. We intended to lead informants directly through the log-in procedure and to introduce them to the online questionnaire at the end of the CATI-interview. Our procedure combines several advantages. First contact via telephone allows - the use of an excellent sampling frame which makes a representative sampling possible, - the controlled criterion-based selection of an appropriate informant by the CATI- interviewees, - to deal with certain difficult or complex questions on the phone as in this case the critical selection of a suitable cooperation with an external training provider - to increase the willingness to participate in the survey by adopting individual refu- sal conversion which yields to a higher response rate.

The use of an online questionnaire on the other side - leads to cost savings, - improves response quality for certain questions, where a visual representation of the questions and answers is helpful e. Experiences with this procedure are described in the presentation and some re- sults concerning important points as online reachability of the establishments or informants, response rate, arising difficulties with the switch from CATI to online questionnaire as well as the evaluation of this procedure by the respondents are presented.

Der Anteil der via E-Mail erreichbaren Unternehmen bzw. At Statistics Sweden, the web is in self-administered social surveys increasingly of- fered as an alternative to ordinary mail questionnaires. The motives to offer the web alternative lie in quality and financial considerations such as automated online editing, reduced mailing costs and less scanning work.

Nevertheless, the use of the web as a response mode has been disappointingly low: A preliminary study of ours indicated that the respondents, when offered to participate in a self- administered survey, are inclined to select the mode that is immediately at hand when the request for participation arrives. In an attempt to increase the proportion of web respondents, we conducted a lar- ge-scale experiment where we varied the delay of providing the paper version of the questionnaire to the respondents. In the standard approach, both the paper questionnaire and the login data for the web survey were included in the first mail- out.

In the experiment groups A1 to A4 , the time delay of presenting the paper questionnaire to the respondents was varied, from no delay in A1, to three weeks after the initial mail-out in A4. The results show that the standard approach had a proportion of web respondents of The proportion of web respondents in the experiment groups varied from 2. The alternative approaches seem to have had a minor disturbing effect on the over- all response rates: Only two of the differences are statistically significant: According to recent studies, in virtual worlds such as Second Life www. Querverweis zu einer anderen Stelle im gleichen Online-Angebot oder zu einem Fremdangebot.

Sender- oder Sendungslogo verwandelt sich im direkten Programmumfeld im Rahmen eines Splitscreens in das Logo des Werbetreibenden. Bauchbinde am unteren Bildschirmrand. Dateiformat in dem Multimedia Playlists abgebildet werden. Man kann beispielsweise eine langwierige Login-Prozedur durch einen kurzen Makrobefehl ersetzen. Vorgabe einer Markenliste - Spontane Erhebung: Die Wahrnehmungen einer Marke aus subjektiver Sicht der Konsumenten. Auch als Fremdbild bzw. Marketingzielgruppe Marketing target demo.

Nicht zu verwechseln mit der Mediazielgruppe! MAZ video cassette tape. Media-Brutto 1, auch Cash Brutto. Mediacontrol information service in Baden-Baden, Germany. Unter Mediamix versteht man den gemeinsamen Einsatz unterschiedlicher Mediagattungen z. Online und Zeitschriften oder Fernsehen bei einer Werbekampagne. Mediamix ist aber auch ein strategischer Begriff der Mediaplanung. Dabei wird meist in folgenden Schritten vorgegangen: Mediazielgruppe Media target demo. Erwachsene Jahre mit eigenem Einkommen. Oftmals auch als Content Ad bezeichnet, weil es mitten im Hauptinhalt einer Webseite integriert werden und dadurch sehr hohe Klickraten erreichen kann.

Aufmerksamkeitsstarke Sonderwerbeform in Zeitschriften. Mehrwertdienste value added services sind in der Telekommunikation in der Regel solche Angebote Dienstleistungen, Informations-, Unterhaltungsinhalte, Nachrichtenaufzeichnung und -verteilung etc. Short Tail Keywords z. Media-Netto 1, auch Kunden-Netto. Mobile Facts German company evaluating mobile information. Permanente Beobachtung und Dokumentation. MP4 ist ein sog. Audio und Video in einer einzigen Datei abzulegen andere Container-Formate sind z. Motion Picture Experts Group: Es ergeben sich vorteilhafte Synergieeffekte, die die Wirkung zwischen den Medien multiplizieren.

Der Kunde entscheidet, welche Filme er entgeltlich abruft Video-on-Demand.